Sound familiar?
- Ads send people to your home page, which tries to say everything at once.
- The landing page headline doesn't match what the ad promised.
- Your quote form asks for too much before anyone has spoken to you.
- The page is slow on phones and the call button is hard to find.
- Google Ads shows a 'below average' landing page experience.
- Paid social visitors leave within seconds.
Key facts
- Landing page reviews and fixes are charged at £45 an hour + VAT on a fixed quote.
- Ongoing testing across pages is available as CRO from £195 a month + VAT.
- Google's Quality Score includes landing page experience, alongside expected click-through rate and ad relevance.
- The biggest gains usually come from message match, form length, mobile layout and clear next steps.
- We check that every page records enquiries correctly as key events before judging it.
- New landing pages can be designed and built by our sister site dijitul web design.
Why landing pages matter so much for paid traffic
You pay for every click from Google Ads, Meta, LinkedIn or TikTok. If the page those clicks land on is confusing, slow or asks for too much, the money is spent and nothing comes back. Improving the landing page is often the cheapest way to reduce cost per lead, because it makes every existing click more valuable.
dijitul marketing reviews and improves landing pages at £45 an hour + VAT, with a fixed quote agreed before we start. If you want continuous testing across several pages, that is our conversion rate optimisation service from £195 a month + VAT.
Message match: say what the ad said
Someone who searched 'emergency boiler repair Derby' and clicked an ad promising 'same-day boiler repair' should land on a page whose headline says same-day boiler repair, in Derby. If they land on a general heating page with a slider of stock photos, many will go back to Google and click the next ad.
We map every ad group or ad set to its landing page and check that the promise, the offer and the wording line up. Google's Quality Score is made up of expected click-through rate, ad relevance and landing page experience, so a better match can also help your ads compete more cost-effectively. Where one page is serving very different searches, we recommend separate pages or variations.
The checklist we work through
| Area | What we look for |
|---|---|
| Above the fold on mobile | Headline matching the ad, one-line benefit, a visible call to action or phone number |
| Speed | Heavy images, sliders and third-party scripts delaying the first screen on a phone connection |
| Form | Only the fields you truly need, clear labels, helpful errors, what happens after submitting |
| Trust | Accreditations you hold, real photos, guarantees you actually offer, clear contact details and address |
| Price | A price, a range or what affects price, where you can share it |
| Distractions | Menus, links and pop-ups that pull people away from the one action |
| Tracking | Form submissions and calls recorded as key events and ad conversions |
Pages for paid social are different
Search visitors arrive with a need. Paid social visitors were scrolling and saw something interesting, so they are earlier in their thinking. A landing page for Meta or TikTok traffic usually needs to do more explaining: what this is, why it is relevant to them, and a lower-commitment next step, such as a price guide, a short quiz or a call-back request, rather than a long quote form.
We also match the visual style. If the ad was a short vertical video of the product in use, a landing page that opens with a stock photo and a paragraph of text feels like a different company. Using the same imagery, wording and offer as the ad keeps people with you.
Forms and the moment after submitting
The form is where most landing pages lose people. Each extra field is another reason to stop, and some fields, such as a full address or a budget box, feel intrusive before anyone has spoken to you. We cut the form to what you genuinely need to reply, mark optional fields clearly, and make sure error messages explain exactly what to fix rather than clearing everything the visitor typed.
What happens after submitting matters too. A thank-you page that says who will get in touch, how and roughly when reassures people and reduces duplicate enquiries. It is also the cleanest place to fire a conversion, because it only loads after a successful submission. Where people prefer to talk, a tap-to-call button placed next to the form gives them a second route without leaving the page.
Making the changes
Once we have reviewed the pages, you get a clear change list with rewritten copy. Where we have access to your website, for example on WordPress, we can make text and layout changes directly. Where changes need a developer, we write the brief.
If a campaign needs new pages built from scratch, our sister site dijitul web design creates dedicated landing page designs, and we supply the copy and tracking plan so the page is ready for ads on day one. After changes go live, we compare conversion rate and cost per lead against the previous period, allowing for seasonality and any changes in ad spend.
What you get
- A review of each landing page against the ads and keywords that send traffic to it
- Mobile speed and layout checks on real devices
- Rewritten headlines, body copy and calls to action
- Form simplification and error message improvements
- Trust and proof elements you can genuinely use
- Tracking checks for key events and ad conversions
- A change list for your developer, or changes made directly where we have access
How it works and what it costs
Google Ads management from £150 a month, social media management from £125 a month and email marketing from £95 a month, all + VAT. Ad spend is separate and paid to the platform. No long contracts.
Free review
We look at your current ads, social, email and analytics, or your plans if you are starting out, and tell you plainly what we would change.
Plan and price
You get a written plan with targets, budgets and a fixed monthly fee before anything starts.
Set up properly
Tracking and consent first, then campaigns, audiences, content calendars or email flows, all in accounts you own.
Run and improve
We manage it every week: search terms, bids, creative, posts and tests, cutting what does not pay and doing more of what does.
Report in plain English
A monthly report on leads, sales and cost per result, not vanity numbers, with what we will do next.
Frequently asked questions
How much does landing page optimisation cost?
dijitul marketing reviews and improves landing pages at £45 an hour + VAT, with a fixed quote agreed first. Ongoing testing across pages is available as conversion rate optimisation from £195 a month + VAT.
Should our ads go to the home page?
Rarely. A home page has to serve everyone, so it cannot match a specific search or ad closely. A dedicated page for each main service or offer usually turns more clicks into enquiries.
What is landing page experience in Google Ads?
It is one of the three components of Google's Quality Score, alongside expected click-through rate and ad relevance. It reflects how relevant and useful your page is to people who click the ad.
Can you build new landing pages?
We write the copy and plan the tracking. Design and build are handled by our sister site dijitul web design, so you get a page that is designed, written and measured properly from the start.
How many form fields should a landing page have?
As few as you genuinely need to respond. Name, contact method and a short message is often enough for a first enquiry. Every extra field should earn its place, because each one gives people a reason to stop.
How do you know if the changes worked?
We check tracking first, then compare conversion rate and cost per lead before and after, allowing for seasonality and budget changes. With enough traffic, we run a proper A/B test instead.
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Get a free marketing review
We'll look at your ads, social, email and tracking, and tell you plainly what we'd change. No obligation.